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1. Optimize for mobile sites. Because people will be snapping these codes with mobile cameras, you may want to make sure the content to which you are driving them is optimized for mobile viewing. This isn’t always necessary, especially as smartphone screens get bigger, browsing gets faster, and phones become more optimized for surfing on the go. But it’s a good practice if you can do it.
2. Make the codes easy to read. Keep the URLs simple. This makes the code easier for phones to read. Using a URL shortener like TinyURL is a great way to do this. Make sure there is enough space around the code so it’s not crowded by text or images. This reduces interference. If you’re going to be placing QR codes in permanent locations, think about things like reflections or shadows that might impact the camera’s ability to read the code.
3. Test, test, test. Treat QR codes like Web pages. Test them before deploying them, and test them on a variety of readers and with a variety of quality phones. Newer, more highly featured phones can handle a lot more than less expensive phones sold by discount retailers.
4. Make the QR code worth decoding. Make the code worth decoding. Don’t just send people to your website. Provide deep content. Sweepstakes. Coupons. Music. If you are selling something, send people to review sites or fan pages. Make it worth their time.
5. Make it serve a purpose. Not only should the code be worth decoding, but it should serve a specific marketing goal. What is the intent on the back end? To gather information? Conduct a survey? Get the person to interact with the brand through a game or sweepstakes? Make an online purchase? Who’s the target audience? Is the content well matched to their needs and interests?
6. Include multiple paths to response. Although you want people to snap the code, include multiple paths to response. Not everyone will use the code, so make sure they can access the information even if they don’t have a smartphone or mobile data plan. Perhaps include a short URL to the same landing page or let people send a text message to retrieve desired information, such as coupon codes. After all, it’s not about getting people to respond to a QR campaign. It’s about getting them to respond to the campaign period.
7. Include instructions for using the code. This isn’t going to be appropriate for all campaigns, of course, but you may want to include short instructions for using the code and downloading a reader if necessary. Part of success with QR codes is user education.
Conclusion. In today’s marketing world, it’s all about spontaneity, mobility, and instantaneous gratification. It’s easy to envision a world in which all marketing and corporate identity materials and packaging include QR codes by default just as they include URLs, email addresses, and Twitter IDs.
Imagine a world in which consumers routinely snap the information on the way out the door to work. Grab a breakfast bar and snap a code for the road. It’s happening today. Do you want to be part of it?
Source ‘Prints New Frontier” Lexinet/QReateTrax QR Code document
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